Contrary to what most marketers believe, email marketing is still alive and developing especially when it comes to content promotions and growing business leads.

When thinking of the most effective and immediate way to promote content, most marketers consider social media as the best way to do it. The influencers and bloggers they are looking for can be reached within a follow and a mention, posting on related groups, and engaging with different communities.

While social media offers an extensive scope of people knowing your content, there’s one thing missing from its process that email marketing, its counterpart, has that is personalized message delivery.

Contrary to what most marketers believe, email marketing is still alive and developing especially when it comes to content promotions and growing business leads.

In fact, according to Forrester Research, 89% of marketers said email was their primary channel for lead generation, and that according to Pardot, 20% of marketers say their source of primary business revenue is directly linked to email operations.

Keeping such details in mind, put email marketing for your next marketing strategy and see how it can positively affect your overall ROI and performance metrics.

Here are some tips to apply to help you in developing a robust email marketing strategy:

Therefore, it is important to design your email in a way that mobile users can read it properly and neatly. An optimized responsive design means the loading time and visual elements of your email remain intact when viewed at its best across mobile devices and desktop.

Today’s digital world has a lot of distractions in store, hence not optimizing for mobile and other devices will affect your chances of gaining leads. Below are tips you should follow for optimizing emails on various device screens:

Prepare mobile-ready prototypes.

Follow a one column template for mobile readiness.

Use appropriate font sizes and styles for improved mobile readability.

Take note of tappable elements on the screen (make CTAs visible).

2. Analyze your subject lines.

The secret to high open and click-through rates for your email aside from the right time of sending can be found within your subject line. What makes subject lines a critical element to your email campaign is that, 35% of email recipients open emails based on the subject line alone.

If your subject line is out of the usual standards, consider your email to get stuck in the spam folder of your recipients. Crafting a subject line is not easy. In fact, the success of your email strategy depends on it.

Test different subject lines to see what works best (use this tool for reference).

If you want click-throughs, go for longer length. For open rates, go for shorter length.

3. Personalize your emails.

Sending emails is similar to building relationships, as it needs familiarity, mutual interests, and trust. The next time you send a new email, think of yourself as the recipient. You want to feel special and feel as if you’re talking to a “friend” on the other side.

74% of consumers get frustrated when they receive or see content out of their interests. This is where personalized marketing comes in—to deliver your messages by interest to segmented demographics to not have a forced feel of your offer to the recipient, and to make them be aware that you’re thinking of their interests and not just promoting.

Personalization goes beyond including the recipient’s name in the email. You need to gather many details about them as possible, and from these, craft a new email that is exclusive to that particular demographic, interest, or category.

However, be cautious of being too personalized, especially if you’re sending a message to a new contact. A study had claimed that 95% of customers responded negatively when an email greeted them by name due to online security concerns.

In the words of Gary Vaynerchuk, the best marketing strategy ever is CARE, which means constructing your email marketing in a way that valuing your customers’ need comes first, and your revenue next.

Dianne Carillo is the Marketing Communications and Brand Manager at PureB2B, a lead generation company that help accelerate on business solutions and technology sales processes. Dianne loves reading, and especially knowledgeable in both sales and lead generation techniques and trends.

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